Engage Your B2B Customers

For your sales team, there’s salesforce.com and the like, but who is helping you deliver effective measurable B2B marketing? Do you know what companies are looking at your website, emails […]

For your sales team, there’s salesforce.com and the like, but who is helping you deliver effective measurable B2B marketing? Do you know what companies are looking at your website, emails and other digital touchpoints?

“Most company websites effectively have their Caller ID turned off. They don’t even know what company is visiting their site.” said David Cummings, CEO of Pardot.

This space uses terms like “Prospect Marketing Insight Automation.” It’s a mouthful to say, but actionable prospect insights are a pretty useful addition to drive marketing and sales integration, as well as improve the customer experience.

The idea behind this type of CRM insight for B2B marketers isn’t new, but few have taken full advantage of the space, and the technology is rapidly maturing to provide clear ROI.

What if your marketing team (or marketer) could tell the sales lead that a customer they spoke to on Monday visited the pricing page of your website on Tuesday and then posted a tweet asking about your services on Wednesday?

What if you had a few key automated rules in place to email prospects in this scenario the names and quotes from happy customers or offer them a trial?

This evolved tool set compliments traditional CRM platforms like salesforce.com and enhances the marketing side of the sales process. It basically makes marketing more effective in driving sales.

The user experience can become even more compelling while also greasing the wheels of your internal organization, bringing sales and marketing that much closer together to truly drive integrated organization focused on driving value.

Take a look at a few of the companies playing in this space, from the start-up SalesLoft to robust offerings from Pardot, Marketo and Elequa.

As with any experience, it is critical to fine tune the experience to fit your brand and organization. But, the opportunity to facilitate sales and take your customer experience to the next level through true marketing ROI seems pretty compelling. The world is buzzing about data and information visualization, but don’t you think the best data is immediately actionable data with real time alerts that contribute directly to the bottom line?

Need help improving your customer experience and B2B sales process? At Experience Rethink, we develop key insights and use design to bring your brand and sales to life.